Marketing and Promotion in Tourism
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Wanem olketa samting we i stap long olketa maketing mix?

  • Product, Price, Promotion, People
  • Product, Price, Place, Promotion (correct)
  • Product, Price, Place, Process
  • Product, Price, Place, People

    • Maketing i stap save talemaot long olketa kustom, we olketa i wantem moa long olketa sevis?

    True

    Match olketa toktok ia long olketa jenis blong maketing segmentation?

    Travel motivation = Long olketa bisnis, visitim olketa fren mo family o stap long holiday Demographic = Olketa seiks, jenis blong man, laen, skulin, mani, long wanem fainali i stap long famili Geographic = Long olketa kaontri o olketa provins Psychographic = Olketa jenis blong laef, olketa intres, olketa valu, mo tingting

    What is marketing?

    <p>Marketing is a process that involves identifying and analyzing the needs of customers, planning and creating relevant products and services to satisfy these needs, and promoting them.</p> Signup and view all the answers

    Why is marketing necessary?

    <p>Marketing is necessary to remain competitive in a dynamic and growing industry, where there is a lot of choice for consumers. By understanding the needs and wants of the customer, a company can ensure that it is providing the right products or services to appeal to their target audience.</p> Signup and view all the answers

    What does the term 'market' refers to?

    <p>The group of consumers interested in a product or service.</p> Signup and view all the answers

    What is the main purpose of market segmentation?

    <p>both of these.</p> Signup and view all the answers

    What does demographic segmentation take into account?

    <p>How old a customer is.</p> Signup and view all the answers

    What is geographic segmentation based on?

    <p>The place where a customer lives</p> Signup and view all the answers

    Consumers' attitudes are at the basis of...

    <p>psychographic segmentation.</p> Signup and view all the answers

    The 4 Ps of marketing are: product, price, place, and promotion.

    <p>True</p> Signup and view all the answers

    The P for people involved in delivering a service is less important than the other Ps.

    <p>False</p> Signup and view all the answers

    Tourism products or services are often intangible and perishable.

    <p>True</p> Signup and view all the answers

    A company should always price its product lower than a competitor's.

    <p>False</p> Signup and view all the answers

    It is important to consider the cost when choosing a distribution channel.

    <p>True</p> Signup and view all the answers

    Promotion is not necessary for existing products but only for new ones.

    <p>False</p> Signup and view all the answers

    What is SWOT analysis?

    <p>SWOT analysis is a marketing tool used to assess the strengths, weaknesses, opportunities, and threats of a business or organization, typically at the initial stage of a wider analysis. It helps to identify potential areas for improvement and expansion.</p> Signup and view all the answers

    Why is a SWOT analysis used in marketing?

    <p>A SWOT analysis is a useful tool for anticipating future actions that may be needed to defend or expand a company’s market position. It can also be used by companies to make informed decisions about strategy, investment, and growth.</p> Signup and view all the answers

    Which of these are internal factors in a SWOT analysis?

    <p>Strengths and weaknesses.</p> Signup and view all the answers

    In what way can a SWOT analysis help a tour operator?

    <p>A SWOT analysis can help a tour operator to identify potential opportunities and threats, to understand its strengths and weaknesses, and to make informed decisions about developing new products or services and promoting new destinations.</p> Signup and view all the answers

    What could happen to a tour operator if there are more weaknesses and threats than opportunities and strengths?

    <p>If the weaknesses and threats outweigh the advantages, the tour operator may decide not to develop that particular area or market.</p> Signup and view all the answers

    What is the purpose of a life cycle model for a destination?

    <p>A life cycle model is a method used to see how a tourist resort or destination changes over time and in relation to the fluctuating demands of the industry. It can be used to make informed marketing decisions aimed at maintaining or increasing the popularity of the destination.</p> Signup and view all the answers

    At what stage of the destination life cycle (1-6) do these steps belong to?: investments in facilities and infrastructure are high.

    <p>Development</p> Signup and view all the answers

    At what stage of the destination life cycle (1-6) do these steps belong to?: public awareness of the destination increases.

    <p>Development</p> Signup and view all the answers

    At what stage of the destination life cycle (1-6) do these steps belong to?: volume of tourists reaches a peak.

    <p>Stagnation</p> Signup and view all the answers

    At what stage of the destination life cycle (1-6) do these steps belong to?: costs are very high for the customer.

    <p>Exploration</p> Signup and view all the answers

    At what stage of the destination life cycle (1-6) do these steps belong to?: a company has to decide whether to reinvest or leave the destination.

    <p>Decline/Rejuvenation</p> Signup and view all the answers

    At what stage of the destination life cycle (1-6) do these steps belong to?: tourism dominates the local economy.

    <p>Consolidation</p> Signup and view all the answers

    What decision might a company have to make at stage five on the destination life cycle?

    <p>To reinvest or leave the destination.</p> Signup and view all the answers

    Why don't all destinations follow the model exactly on the destination life cycle?

    <p>The model is just a model, so not all destinations will follow the process exactly and the length of each stage can vary. Some major tourist cities, like Paris, London and New York, are consolidated destinations which are unlikely to decline.</p> Signup and view all the answers

    Primary data is also called as field research.

    <p>True</p> Signup and view all the answers

    Primary data is usually cheaper than secondary data.

    <p>False</p> Signup and view all the answers

    Secondary data is also known as desk research.

    <p>True</p> Signup and view all the answers

    Secondary data can be internal to the company, such as customer and sales records.

    <p>True</p> Signup and view all the answers

    What are the advantages of primary data?

    <p>Primary data provides specific data which is extremely relevant to the company.</p> Signup and view all the answers

    What are the disadvantages of primary data?

    <p>Primary data is more expensive and time-consuming as the sample size interviewed must be large enough to provide data that accurately reflects the market.</p> Signup and view all the answers

    What are the advantages of secondary data?

    <p>Secondary data is existing information, so it is a cheaper and quicker source than field research.</p> Signup and view all the answers

    What are the disadvantages of secondary data?

    <p>It is important to check how up-to-date, accurate, reliable and relevant to the specific needs the information actually is.</p> Signup and view all the answers

    Which graph shows trends or changes over a period of time?

    <p>Line graph.</p> Signup and view all the answers

    Which chart uses horizontal or vertical bars to compare things between different groups?

    <p>Bar chart.</p> Signup and view all the answers

    Which chart shows parts of a whole and does not show changes over time?

    <p>Pie chart.</p> Signup and view all the answers

    The decision about which promotional method to use to publicise a product or service and to raise customer awareness depends on many factors, including budgets, resources, and target audience.

    <p>True</p> Signup and view all the answers

    Which advertising campaign is aimed at the general public?

    <p>Business to consumer.</p> Signup and view all the answers

    Which of the following is a print advertising medium?

    <p>International, national and regional newspapers, general and special interest magazines, trade press.</p> Signup and view all the answers

    Which advertising campaign is aimed at other businesses?

    <p>Business to business.</p> Signup and view all the answers

    What is remarketing?

    <p>Remarketing is a form of online advertising where a company can show targeted ads to users who have previously visited the company's website. It is based on tracking internet activity and allowing advertisers to retarget specific users with ads that are relevant to their interests.</p> Signup and view all the answers

    What are the advantages of digital marketing?

    <p>The advantages of digital marketing are its global reach, 24/7 availability, and speed. It also offers many opportunities for personalisation and it is easy to track the success of the different methods and conversion rates.</p> Signup and view all the answers

    What are the disadvantages of digital marketing?

    <p>One of the disadvantages of digital marketing in an ever-changing environment with new developments and passing trends, so it is vitally important to adapt quickly to change.</p> Signup and view all the answers

    What is the main navigation menu?

    <p>The main navigation menu lists the key sections of a website and allows users to easily find the information they are looking for.</p> Signup and view all the answers

    Why should a website work well on different devices?

    <p>Websites should work well on different devices, such as PCs, smartphones, and tablets, because users are accessing the web from a variety of devices and they expect a consistent experience.</p> Signup and view all the answers

    A circular letter is used to inform all its clients about a change or important event in the company, while a newsletter is used periodically to past and potential customers on a company's database.

    <p>True</p> Signup and view all the answers

    A promotional phone call is disruptive and can be intrusive, but it offers immediate feedback.

    <p>True</p> Signup and view all the answers

    The advantages of making a phone call are that it is immediate and you have instant feedback.

    <p>True</p> Signup and view all the answers

    Study Notes

    Marketing and Promotion

    • Marketing is a crucial part of the tourism and hospitality industry, allowing businesses to remain competitive and increase sales.
    • Marketing strategies help companies understand customer needs, develop products to satisfy those needs, and promote them effectively.
    • Companies use market segmentation to classify customers into subgroups with shared characteristics.
    • Tourism and hospitality have four main market segmentation types: travel motivation, demographic, geographic, and psychographic.
    • The target market is the potential buying audience for a product or service.
    • This audience changes depending on the product or service.
    • Marketers need to know who their market is and target their products/services accordingly.
    • This includes tailoring products to fit the needs of specific groups, like honeymoon couples and young adults.
    • Understanding these groups helps strategists develop new options based on customer needs.

    Market Segmentation

    • Market segmentation is the grouping of customers into segments based on pre-defined characteristics.
    • These characteristics are used by tourism businesses to tailor their products or services to meet the demands in those segments.
    • This helps marketers determine how their products or services are marketed, focusing on how to meet the needs of the specific segment and how to communicate with that segment.
    • Segmenting the market has four types: travel motivation, demographic, geographic, and psychographic.

    The Role of Marketing

    • Marketing plays a crucial role in the tourism and hospitality sector.
    • It allows companies to identify and analyze customer needs.
    • They are then able to plan and create products and services that satisfy those needs.
    • It is equally relevant to national tourism boards, tour operators, and tourist attractions.

    Activities or Tasks

    • Many practical activities, like reading comprehension and completing questionnaires allow students to apply their knowledge.

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    Description

    Marketing plays a vital role in the tourism and hospitality sector. This quiz explores various marketing strategies and market segmentation techniques that help businesses identify and target their customers. Understanding these concepts is essential for developing effective promotional campaigns.

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